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2014, Vol.38, No.3

  • 1.

    Emotional Labor and Job Satisfaction: A Study on the Verification of Moderating Effects of Personality Traits

    손해경 | Yoon Yooshik | 2014, 38(3) | pp.11~32 | number of Cited : 5
    Abstract
    This study divided emotional labor variables into Job-focused emotional labor and Employee-focused emotional labor, and analyzed concretely what factors could be strengthened. It also verified moderating effects of personality traits between emotional labor and job satisfaction. The survey was conducted to salespersons of department stores in downtown Seoul. Data were collected from 310 cases through questionnaires. The results of the study are as follow. First, while diversity in job-focused emotional labor was proven to be a factor decreasing job satisfaction, frequency/duration was not to be antecedent factor decreasing job satisfaction. Secondly, it was found that deep acting was increasing factor of job satisfaction, and surface acting was decreasing factor of job satisfaction. Third, it showed that extraversion had a moderating effect on the relation between job-focused emotional labor (frequency/duration, diversity) and job satisfaction. The findings of the research suggested that it is important to consider personality traits of individuals in the influence of emotional labor on job satisfaction.
  • 2.

    The Effects of the Social Commerce Characteristics on Shopping Value and Satisfaction: Focused on Foodservice Products

    JO MI NA | Heo, Ji-Hwan | 2014, 38(3) | pp.33~56 | number of Cited : 25
    Abstract
    The purpose of this study was to assess the effects of the social commerce characteristics on shopping value and satisfaction for foodservice products. A total of 286 samples were conveniently selected from people in their 20s because they were the majority of social commerce users. The results were as follows. First, familiarity impacted the most on utilitarian shopping value of social commerce. The second and third concepts with impact were price on social commerce and the size and reputation of social commerce. Second, familiarity of social commerce had the biggest impact on hedonic shopping value and the price did a significant impact on hedonic shopping value. However, the size and reputation of social commerce did not have a significant impact on hedonic shopping value. Third, the utilitarian shopping value of social commerce gave a significant impact on the satisfaction of social commerce while the hedonic shopping value of social commerce didn't have an impact on social commerce satisfaction.
  • 3.

    Tourist’s Perceived Value of the Local Food Restaurants in Destinations

    Kim, Og-Yeon | Sunhee Seo | 2014, 38(3) | pp.57~79 | number of Cited : 14
    Abstract
    As the importance of food consumption in destination has increased, tourists' value perception toward destination food consumption should be shed light on. The purpose of this study was to investigate tourists' value perception toward local food restaurant in destination using qualitative research. Focus group interview was conducted with 20 tourists who had local food restaurant experience in overseas destination on the last 6 months. This study used the Colazzi's 6 step analysis method of phenomenological method to analyze the interview data. Five main themes were identified as a result; service quality value(i.e. reliable, hygiene and cleanliness, well made and delicious food, local cuisine adjusting to foreigners' taste, preferred atmosphere, good reputation and popularity, attentive service, kind and respectful service), utility value(i.e. good value for money, afforadable price, required little effort to buy, good value for time and effort), authentic experience value(i.e. novel foods, novel service delivery, unique and new experience), traditional experience value(i.e. historic dining experience, distinct regional characteristics of atmosphere, learning experience the destination culture and life style), and emotional experience value(i.e. memorable experience, relaxed feeling). The academic and managerial implications were discussed.
  • 4.

    Customers' Desired Value of Restaurant Information Search on SNS: An application of Laddering Technique

    Jee-Won Kang | Namkung Young | 2014, 38(3) | pp.81~102 | number of Cited : 15
    Abstract
    The purpose of this study was to identify customers' desired value of restaurant information search on SNS applying the means-end chain theory and the laddering technique. In-depth interview was undertaken with a total of 30 respondents using SNS as a source of information. Using the laddering technique, 6 dominant attributes of SNS considered by the customers were revealed : 'reviews', 'diverse information', 'pictures', 'menu & taste', 'price', and 'interior & atmosphere'. Those attributes were related to 4 consequences: 'trustworthiness', 'companions' satisfaction', 'new experiences', and 'reducing financial risk'. Finally, derived attributes and consequences were linked to 5 values: 'satisfaction', 'sharing good experiences', 'refreshment’, 'pleasure', and 'self-esteem'. 'Reviews', 'pictures' and 'menu & taste', the most frequently mentioned attributes were linked to 'trustworthiness' and 'companions; satisfaction'. Through these consequences, customers tend to ultimately pursue the satisfaction and share good memories with others.
  • 5.

    The Influence of Physical Surrounding Congruity on Service Quality Evaluation : Moderating Effect of Perceived Risk on Purchasing and Involvement

    Kang, Eun-Sook | Chun, Byung-gil | 2014, 38(3) | pp.103~124 | number of Cited : 5
    Abstract
    In this study, experiment has been performed. We planned ‘physical surrounding congruity X perceived risk on purchasing’ and also level of involvement with covariate. The visual clue and scenario were manipulated in order that the congruity and purchasing risks of a directed physical surrounding are perceived on the different levels by the subject group. The anticipated service quality was set up as a dependant variable. The summary of the research result is as follows. First, a properly directed physical surrounding has induced more positive evaluation of anticipated service quality compared with improperly directed physical surrounding. Second, the congruity of a physical surrounding has more significant influence on the service quality evaluation in the purchasing situation of high level of perceived risk than in the purchasing situation of low level of perceived risk. Third, the fact that the level of involvement moderates the effect of physical surrounding for the reasoning of the service quality was found out.
  • 6.

    A Study on the Effect of Children Cooking Education on Housework Participation and Eating Habit Difference -Focusing on Male Students of Elementary School in Busan Area-

    An, Hong-Suk | Sung-Pil Hahm | 2014, 38(3) | pp.125~141 | number of Cited : 2
    Abstract
    As the learning method through cooking activities, one of the integrated learning approaches, has been attracting massive attention recently. This research was conducted to analyze changes in housework participation and proper eating habits derived from educational effectiveness from cooking education and to provide data to child’s education, necessary in leading a desirable family life. The research, aimed at 233 male elementary school students in Busan: one of the most patriarchal region in Gyeongsang-do province in which a notion of preferring a son to a daughter still remains, carried out theoretical studies as well as empirical studies. Frequency analysis, factor analysis, and credibility analysis were done for the sake of analysis, and independent sample T-tests were conducted to verify hypothesis based on purposes and models of the study. Through this research, we intend on identifying the influences of child’s cooking education on young boy students in Busan region affecting their housework participation and eating habits.
  • 7.

    The Effects of Customers’ Deal-Proneness and Price Knowledge on their Internal Reference Price and Reference Discount: The Mediating Effects of Discounted Purchase Experience

    안주영 | Cho, Yong-hyun | 2014, 38(3) | pp.143~165 | number of Cited : 9
    Abstract
    This study aims to investigate the customers' Internal Reference Price(IRP) and Reference Discount(RD) for the product or service frequently offered at a discounted price and to examine how IRP and RD affected by customers' characteristics such as Deal-Proneness, Price Knowledge, Brand Loyalty with mediating effects of Discounted Purchase Experience. Research data was collected through the on-line and off-line survey with recent visitors to 'V' Family Restaurant and total of 292 valid responses were analyzed. The results indicated that average IRP perceived by the respondents is 20,504 won at only 73.5% of the regular price and the average RD is 22.3%. Both IRP and RD was affected by Deal-Proneness and Price Knowledge with some mediating effects of Discounted Purchase Experience. However, Brand Loyalty has only direct effects on IPR and RD, especially the perception of fair level.
  • 8.

    Effect of Consumers' Perceived Marketing Mix Activities on Brand Image and Brand Loyalty: Focusing on Marketing Mix Activities of Starbucks

    Chong,Yu-kyeong | Lim, Sung-Yun | Lee, Chong-Jin | 2014, 38(3) | pp.167~189 | number of Cited : 35
    Abstract
    The purpose of this study is to identify how marketing activities have effect on brand equity. The customers' perception regarding marketing mix activities of coffee speciality brand affect its brand image and brand loyalty, two main components of brand equity. The current study used four traditional marketing-mix components: product, price, place, and promotion. Data were collected from 413 university students in Seoul. The results show that product and place had a positive effect on brand image, while product, price and promotion had a positive effect on brand loyalty. Also, brand image affirmatively influenced brand loyalty. Results suggest that marketers need to focus on developing products to keep up with consumers’ needs to improve brand equity in coffee specialty store rather than focus on promotion such as advertising that cost amount.
  • 9.

    The Effect of Mid-priced Buffet Restaurant Manager's Authentic Leadership on Employees' Trust and Organiztional Effectiveness

    Lee YangHee | 장해나 | Dae-Hwan Park | 2014, 38(3) | pp.191~211 | number of Cited : 13
    Abstract
    The study was conducted to verify the structural model describing how authentic leadership is connected to the organizational effectiveness through trust in order to identify the relation between authentic leadership and the organizational effectiveness and the mediating effects of the trust for managers during the cognitive process. Except for 14 copies which cannot be statistically used, 386 copies of valid questionnaires are used for the final analysis. The collected data for the study was analyzed with SPSS 21.0 SP and AMOS 21.0 after the data coding process. The result of hypothesis verification for the study is as follows. First, in Hypothesis 1, it appeared that authentic leadership(self awareness, self regulation and balanced information processing) partially influences on leader trust of employees and organization trust has significant effects. Second, in Hypothesis 2, it was confirmed that leader trust has significant effects on the organizational effectiveness. Thirdly, it was found that trust suggested as a result in this study plays a role of medium that connects the organizational effectiveness of employees.
  • 10.

    Wine Experts' Subjectivities of Youngcheon MBA Red Wine: A Q Method

    Yu, Byung-Ho | Kim, Young-Lin | Hwang Johye | 2014, 38(3) | pp.213~233 | number of Cited : 12
    Abstract
    The most studies of wine have focused on the customer side of behaviors and satisfaction through quantitative methods. In this current study, we took a qualitative approach (Q method) to explore wine experts‘ subjectivities of Northern Gyeong-Sang province, Youngcheon M.B.A. red wine. Q methodology is a kind of technique methodical study of subjectivity in terms of attitudes, opinion, discourse was employed from 30 participants. We found that the participants were classified into four clusters by their distinguishing statements and factor loading scores: While the first cluster of participants were recognizing the characteristics of origin, the second cluster was dissatisfied with the wine quality. The third cluster recognized a socializing role of the wine, and the last cluster showed the satisfaction with its quality. As a result, the experts' subjectivities provide suggestions on the identity of the Youngcheon M.B.A. red wine, and provide implications on market positioning of the wine. More issues including distribution system of the Korean wine industry are discussed.
  • 11.

    Effect of Situational Factor and Job Characteristics on Perceived Mobbing at Workplace for Flight Attendants

    Park, Yeon-Ok | Il-Sun Yang | Lee Hae Young and 1other persons | 2014, 38(3) | pp.235~256 | number of Cited : 6
    Abstract
    Recently, mobbing at work place is prevalent in Korean business organizations. Mobbing, an extreme social stressor, has negative impact on employee' behavioral outcomes and organizational effectiveness. In spite of seriousness of mobbing at workplace, research on the influence of mobbing has not been sufficiently conducted. Therefore, the purpose of this study was to identify the effects of situational factor(communication climate, team climate) and job characteristics(role conflict, job control) on employees' perceived mobbing at workplace. In support of previous findings, the results based on the sample of 346 flight attendants from A airline firms showed that good communication climate decreased the mobbing at workplace meaningfully (β=-.378, p<.01), negative organizational climate and role conflict increased the mobbing at workplace meaningfully (β=.176, p<.01). However, job control did not influence on mobbing at workplace significantly. The findings imply that improving the situational factor of organization and leadership practices would help to prevent mobbing at work place in the future.
  • 12.

    A Research on the National Losses due to Illegal Gambling: Focusing on the Overseas Casino Expenditure

    seo wonseok | Lee, Min-Jae | An, Soojin | 2014, 38(3) | pp.257~276 | number of Cited : 2
    Abstract
    This study estimates the size of illegal gambling and evaluates the national wealth outflow and financial losses due to the overseas casino. Gambling abuses has emerged as social problems since the domestic accessible casino opened, but social ills caused by illegal gambling has persisted before the opening of Kangwon Land casino. Yearly sales by Korean gamblers in Macau, the Philippines, Singapore, and Las Vegas are estimated about 2.3 trillion won, which is almost 2 times of Kangwon Land casino sales in 2010. Nevertheless, almost policies and regulations on the national gambling focus on the responsible legal gambling but none on illegal gambling though it is expected illegal gambling market is much larger than legal. The best solution is to reduce the individual spending to every gambling activity. But if not possible, it is next desirable way to turn illegal gambling over to legal gambling in terms of raising national finance for social cost used to rehabilitate the problem gamblers.